How to Use Intent Data for Marketing Success.

Turning Customer Signals into Sales Action

The most effective marketing is thoughtfully targeted and personalized. Intent data, from demographics to engagement and purchase history, helps marketers deliver timely, relevant information that meets their audience’s needs.

If you’re aiming to boost retention and close more deals, intent data is the key tool that can drive these goals and more.

What is Intent Data?

Intent data shows a prospect’s interest level and purchase intent through data points like online research, pages visited, and content consumed. It not only includes your website activity but also offers insights into broader searches and potential engagements with other brands.

These data point, or intent signals, can clue you in on who’s ready to pull the trigger and make a purchase, and support your marketing strategy from the top of the funnel downward.

How to Use Intent Data

• Reading (and leveraging) their signals. Customers show their intent every time they browse a website. Use insights from actions like checking a webinar or downloading an app to create relevant experiences that guide prospects toward a sale.
• Evaluate market trends. Knowing your market is the most efficient way to optimize campaigns and boost their ROI.

When you know what prospects are searching for, what questions they’re asking and the competitors they might be considering, you can adjust your content and messaging accordingly.

• Get more personal. Enhanced behavioral and contextual data gives your brand a huge advantage in reaching them with personalized content that’s relevant to their journey. Are they reading industry reviews to narrow down their decision? Make testimonials a part of your sales pitch.

Are they still mulling over the benefits of your solution? Offer them a guide that highlights the challenges your product can help overcome. Create customized, timely messaging that touches on their pain points no matter where they are in the sales funnel.

Prioritize efforts (and budget allocation). Save time and resources by targeting prospects who are closest to making a purchase. Potential buyers who are homing in on your brand may be the lowest hanging fruit for a quick conversion.

• Improve timing. Timing is everything. If you’re too late to reach to your prospects, someone else may have already stepped in.

Use intent signals to identify potential customers and engage them earlier in their purchasing journey with targeted content that introduces your brand.

• Hone your account-based marketing. This type of marketing is all about collecting different types of data to build and nurture relationships. Intent signals can help you identify more in-market customers, customize your messaging and generate more precise lead scoring so you can target prospects who are mostly likely to convert.
• Identify opportunities to cross-sell and upsell. Customers may think they know what they need, but they might not realize your brand also offers complementary products. Be proactive in your content strategy by cross-selling or upselling solutions they may not be aware of.

If you’re ignoring intent signals, you’re missing out on opportunities to engage and convert. There are a number of methods for obtaining valuable intent data based on your revenue goals.

For more information on how to use intent signals to increase the return on your marketing spend, get a demo of the LS Direct platform today.